Buying Car Online
Content
The adoption of the Web for high-involvement, high-cost purchases
Online Shopping as an Innovation
y An understanding of how and when the web might be used in the buying process may be improved if we consider the factors that are encouraging and/or discouraging adoption throughout the buying process. y Continuous innovations have only a limited effect on consumption patterns and they would be used similarly to the existing products or services. y The World Wide Web is a good example
Adoption and Innovation Resistance
y Traditional diffusion theory (Rogers, 1995) suggests that the characteristics of an innovation are important determinants of the rate of the adoption. y Due to the novelty of online car buying and the length of the purchase cycles for cars, it is unlikely that this innovation is routine for many people. y The resistance offered by consumers to an innovation, either because it poses potential changes from a satisfactory status quo or because it con icts with their belief structure.
Factor affecting adoption of online services
y Relative Advantage and Value Barrier y Compatibility and Usage, y Tradition and Image Barriers y Complexity and Self-efficacy y Trial ability and Risk Barrier y Observability
Comparison of adoption theory and innovation resistance
Research Approach
y Primary research aims to explore the value of innovation attributes and innovation resistance theory in providing insight into how and why consumers are using the Web to purchase high-value, high-involvement goods. y As the study aims to gain an understanding of attitudinal factors that affect a complex decision-making process, qualitative research methods were employed. y Respondents were recruited using a convenience sample from the south of England. y In order to ensure that the respondents quali ed to the requirements of the study, a method of direct screening was utilized.
FINDINGS AND DISCUSSION
y The findings suggest reasons why adoption of the Web as a source of information for high-value, high-involvement goods has been relatively high, whereas the conversion to actual purchase has remained low. y There appears to be significant innovation resistance to online car buying, resulting in a rejection of the innovation by many consumers. y During later stages, resistance can be attributed to tradition and usage, which is expressed in the social aspects of the buying process and the need for test-driving during the evaluation stage.
Online Shopping as an Innovation
y An understanding of how and when the web might be used in the buying process may be improved if we consider the factors that are encouraging and/or discouraging adoption throughout the buying process. y Continuous innovations have only a limited effect on consumption patterns and they would be used similarly to the existing products or services. y The World Wide Web is a good example
Adoption and Innovation Resistance
y Traditional diffusion theory (Rogers, 1995) suggests that the characteristics of an innovation are important determinants of the rate of the adoption. y Due to the novelty of online car buying and the length of the purchase cycles for cars, it is unlikely that this innovation is routine for many people. y The resistance offered by consumers to an innovation, either because it poses potential changes from a satisfactory status quo or because it con icts with their belief structure.
Factor affecting adoption of online services
y Relative Advantage and Value Barrier y Compatibility and Usage, y Tradition and Image Barriers y Complexity and Self-efficacy y Trial ability and Risk Barrier y Observability
Comparison of adoption theory and innovation resistance
Research Approach
y Primary research aims to explore the value of innovation attributes and innovation resistance theory in providing insight into how and why consumers are using the Web to purchase high-value, high-involvement goods. y As the study aims to gain an understanding of attitudinal factors that affect a complex decision-making process, qualitative research methods were employed. y Respondents were recruited using a convenience sample from the south of England. y In order to ensure that the respondents quali ed to the requirements of the study, a method of direct screening was utilized.
FINDINGS AND DISCUSSION
y The findings suggest reasons why adoption of the Web as a source of information for high-value, high-involvement goods has been relatively high, whereas the conversion to actual purchase has remained low. y There appears to be significant innovation resistance to online car buying, resulting in a rejection of the innovation by many consumers. y During later stages, resistance can be attributed to tradition and usage, which is expressed in the social aspects of the buying process and the need for test-driving during the evaluation stage.
